中国洗发水的市场机会与突破之路

陈 敏

（CAV丽声（中国）集团，浙江 永康  321017）

摘要：通过分析近几年我国洗发市场的发展状况，具体介绍了国内外洗发水品牌在中国的市场竞争。消费者生活水平的提高，生活方式的改变，促使洗发护发市场存在机遇与挑战，开发适合大多数消费者使用的洗发产品，满足消费者的消费理念，是一个企业在激烈市场中占有一席之地的关键。

关键词：洗发护发品；机遇；挑战；生活方式；消费理念

中图分类号：TQ658.3   文献标识码：D   文章编号：1006-7264-(2008)04-0001-03

Opportunity and break road of hair care products market in China

Chen Min

（CAV Lisheng (China)Group，Yongkang  321017， China）

Abstract：The development of hair care products in China was analysized， introducing the sharp  brand competitions in home and abroad．Both opportunity and challenge exist at the same time with Living standard increasing and life style changing，it is necessary for producer that more satisfactory hair care products are introduced in market．

Key words：hair care products；opportunity；challenge；life style；consumption concept